The document outlines a strategy for scaling the Coke Buddy app across various markets by addressing the challenges faced by small retailers, including payment options and delivery logistics. It highlights essential metrics, insights from primary research, and proposes solutions such as loyalty rewards, training workshops, and enhanced technology integration to improve B2B sales and customer retention. Additionally, it discusses promotional strategies and partnerships to reach untapped markets and improve inventory management.

1. TEAM : DIL SE DISQULAFIED
HARI JAGANNATH JAIN
RAJVARDHAN SINGH
NITESH PATEL

2. Problem
Definition
PROBLEM STATEMENT :
Scaling across diverse market and
bridging the gap between
retailers by building a digital
habit.
habit
KPI’s
CURRENT STATUS :
 Channel partners -
3500+
 Pre-sellers - 5000+
 App widespread -
70,000
 Visible outlet - 1.2
Million
 Invisible outlet - 1.8
Million
PRIMARY RESEARCH :
Comprehensive interview with two merchants from Metropolitan
City(Raipur) and Town(Kanker).
• The majority of small retailers are currently ignorant of Coke
Buddy's existence.
• Retailers are more concerned about delivery time, return
procedures, and online credit options that are already available.
• Many retailers find themselves drawn to incentives, awards, and
cashbacks.
KEY
OBJECTIVES
 Discovering complications related to increasing B2B purchases through Coke Buddy
 Curating and analyzing the associated costs of innovative solutions to major problems
PAIN POINTS
Complex
Onboarding
Integration
Challenges
Lack of
personalizat
ion
Inventory
Manageme
nt
Price haggling
By integrating
A price
negotiation
chatbot.
Limited Tech Savviness
Delivery time uncertainty
and Returns
More Credit Options
Enhanced routing
and logistics
optimization
A return policy can
increase customer
retention rates by
up to 30% or
more.
Buy now, pay later (BNPL) option
can show a progressive
expansion in sales.
The BNPL market has grown by
14x GMV during FY'19-FY'21 and
is expected to show incremental
growth of 400% CAGR in 2021-
2026E.
Promoting the Buddy App
through
newspapers
Organizing retailer
training workshops
Barriers
and
strategies
for
poor
e-B2B
sales
in
India
:
Stock shortage & MOQs Loyalty Rewards
Many retailers
have complaint about
shortage of stock
on google play
store.
A 35% decline in
customer orders
has been
triggered by minimum
order quantity.
These initiatives have a
remarkable 70% increase in
customer retention potential.
As illustrated in the bar chart,
where loyal customers can
contribute up to 80% of total
sales.
Buddy Coins
Refer & Earn
Metro | Onboarding | Tech Savviness
=
Inventory level Service Profit Growth

3. STRATEGIES AND APPROACHES :
Unique Market Invisible Market
Hometown Heroes
• Partnership with local artists.
• Use catchy local words in advertising channels,
partnerships with local media outlets, and work
with local artists over social media platforms to
promote Coke Buddy.
• Collaborating with regional distributors to
improve logistical services and use mobile
distribution trucks to serve niche markets.
Market Precision
Extras
• Social responsibility programs for retailers like
Nestlé supports various programs related to
nutrition, water, and rural development,
benefiting communities and retailers that sell
their products.
• Providing loyal retailers with Buddy Coins as
incentives that can be redeemed for future
purchases.
While Coca-Cola suffers from regional
variety and rural affordability, which
results in a lower number of return
retailers, Paperboat benefits from a
wide selection of products that target
more businesses and cater to regional
tastes.
Example : Imli Ka Amlana, Neer More,
Jaljeera, etc.
Monetary incentives
Annual Contests b/w
retailers
Coco-Cola gift
baskets
tour package
wide varieties of Regional flavours
Pilot test Demand & Supply
 Select a sample population
closely mirroring your target
market within the untapped
market, considering key
performance indicators (KPIs)
like location and
demographics.
 Maintain open
communication with pilot test
participants, and be prepared
to adapt your strategies
based on feedback and
insights received.
 Ensure participation of peddlers in local
melas, workshops and events for Guerrilla
marketing.
 Merging with existing established e-
giants, governmental agencies, and NGOs
to penetrate into deeper areas.
 Expand payment choices, including
flexible financing and microloans, to
enhance affordability for financially
constrained consumers.
 Continuous customer support by creating
a retailer feedback loop